Selecta Systems Marketing Manager, Mark Walker, talks about how on-line sales and social media engagement have soared in recent months and it’s become more apparent that having a marketing plan for on-line presence should form a vital part of every businesses marketing strategy – especially social media.

Recent events have seen the way we live change considerably with almost every person having to adjust and adapt to the new living conditions. The same can also be said of how we have all had to do business. Those that have and do adapt will be the ones who will have the best chance of retaining and picking up new business. Movement restrictions have seen a boom in on-line sales and social media engagement and so, can any business afford not to have these form part of their current marketing strategy and plans?

Let’s start with one simple fact: your business needs a social media presence! A bold statement I agree, but social media is a very cost-effective form of advertisement that allows you to directly engage with customers, promote your brand and demonstrate your excellence and expertise within your field. It doesn’t matter if you run a small local fabricator / installation business or a big national company, social media should be an essential piece of your business marketing strategy.

Social media platforms help you connect with your customers, increase awareness about your brand and boost your sales leads and sales. With more than three billion people around the world now using social media, it’s no passing trend with Facebook, YouTube and Instagram leading the way for users.

What you might not know is that you’re ready to get your company’s social media off the ground right now. You don’t need to know every intimidating buzzword or have the magic number of followers. In fact, you can get started immediately and even enjoy yourself in the process! If people don’t know about your business, they can’t become your customers. Social media boosts your visibility among potential customers, letting you reach a wide audience and it’s free to create a business profile on all major social media platforms.

With customers becoming increasingly savvier and more discerning about businesses they support, customers are now more likely to do a quick search to browse your website and social media platforms before making a decision. It’s at this point where your have that opportunity to demonstrate your knowledge, skills, services and brand to the shrewd customer.

There are a host of social media platforms out there and each one has its own unique way of engagement. Showing your latest projects and transformations, quirky videos of products or simple hints and tips, demonstrate knowledge, skills and services and encourage engagement through your posts. You can get a lot of value for your money with social media as most are free. You can pay for demographic and geographic advertising to target a particular audience, but there are plenty of opportunities for you to grow your social media presence organically by posting engaging content and offering incentives to share, like or follow.

I recently had a conversation with one of our local customers and they were saying that their engagement on their Facebook page had increased by over 1000% over the last couple of months and that a host of leads and eventual sales were coming in on the back of just a few simple posts demonstrating ‘before and after’ shots of recently completed installations. This was a customer who had previously not really engaged with or used social media as a form of advertising prior to the lockdown, but with the restrictions in place they utilised the platform as a way of increasing awareness of their products, services and skills and more importantly that they were operating in some capacity.

Since I had that initial conversation it has been a similar story with many customers and so, on the back of this, I started on creating and introducing a brand new 16 page Marketing Support brochure, which incidentally has 4 pages dedicated to having a social media presence. Enclosed is a guide on promoting your business on social media and a series of do’s and don’ts for social media management and how Selecta can assist those who are unsure where to start.

The new Marketing Support brochure also provides you with a comprehensive insight into our range of marketing support materials and services, from brochures and point of sale materials to our free to use graphic design service. We pride ourselves on providing a personal and unrivalled service and support package and the brochure endorses this.

As for social media, it’s a great source of marketing and customer engagement if done right. It’s a chance to show your personality too, so don’t be afraid to add humour, but make sure it’s in good taste. Social media can be your company voice, just as your website is your shop window. Let people hear and see what you can do. Show off your products, services and skills. Develop your reputation as a responsive, caring brand by offering support through social channels. Reach out to your customers. There are plenty of customers out there waiting to hear from you.

There have been many positive and negative, happy and sad articles and reports over the last 6 months or so as the whole world got to grips with the devastating effects of a global pandemic. Selecta Systems Sales Director, Andy Green, speaks about how Selecta have coped during this time as they become one of the industries success stories of this extraordinary year as they see exceptional demand for products soar to record levels.

What a strange year 2020 has been! We started the year with optimism and confidence on the back of an excellent 2019, where 46 new fabricators were converted to or started fabricating our Advance 70 System. In January we saw a 25% increase on 2019 figures, with February and March producing similar increases in sales on the previous year. We were then to shut down for a total of 6 weeks, as the majority of our industry did too, at the end of March before a phased return to work began on the 11th May.

I duly believe that there’s not a single person in our industry who could have predicted, planned for or been able to forecast events prior to or post lockdown. Demand from an increased number of at home on-line shoppers certainly caught everyone within our industry by surprise as the home improvement market boomed. With orders stacking up, Selecta returned to work with demand for our products at a level never seen before. Within a couple of weeks everyone was safely inducted back to work from furlough and working at full speed.

Whilst handling that initial demand was logistically tough, as it pushed production, supply and transport to its limits, it did however allow ourselves to bring forward and fast-track our planned programme for growth. Plans were already in place for expansion and investment with another 27 small, medium and large fabricators already converting to our Advance 70 System so far during 2020.

The sales surge from existing customers and the recent influx of new customers joining Selecta, saw sales increase by almost 50% in June, 42% in July and 36% in August, compared with the same periods for 2019. At the time of writing, September is showing no sign of slowing down either! We are currently forecasting a sales increase of between 40 and 45% for September compared with 2019 figures. To keep up with this demand and increase our capacity further, we have added extra shifts to our warehouse, distribution and profile foiling departments. Coloured profiles are now contributing to approximately 50% of all profile sales and continue to grow. We have also increased the delivery capabilities and capacity of our fleet of HGV delivery vehicles to ensure that transportation of our goods remains efficient and effective. A recruitment drive has also seen our staffing levels increase by 9.5%, with further plans to increase resources within other areas of the business over the coming few months.

Lead times across the industry supply chain have primarily been affected by the home improvement boom, where there has been a lot of talk regarding this circulating within the industry press. Selecta have experienced similar issues to many others across the window and door supply chain. In fact, we’ve just been informed that raw material supplies and coloured profile foil may be affected by the recent high demand, with no ‘extra’ deliveries outside of any arranged purchases and possible outages of Anthracite Grey foil stock widely predicted. These are issues that are going to affect the whole supply chain as the suppliers of these materials are commonly used by the majority of the industry supply chain. Being up front and honest in explaining these potential issues is of major importance at the moment, to help each other plan and move forward together.

We have continued to be transparent and up-front with our customer base with longer lead times for certain products than previous, hence the growth plan investments being brought forward backed up by the tremendous hard work and dedication of the Selecta team. However, there are times where the best laid out plans cannot alleviate conditions outside of our own control.

Personally, I would like to thank all our customers for their patience, understanding and co-operation during these times of exponential growth. Their response to the current situation has been endearing and they have shown a tremendous amount of compassion and support. Similar thanks go to our team here at Selecta, with many going above and beyond to ensure that we continue to build and maintain excellent relationships with new and existing customers. We are in a very fortunate position to be experiencing the higher volumes than expected, but that also has a lot to do with the quality of our products and the conscientious, meticulous and hardworking nature of the team here at Selecta. We were experiencing excellent growth prior to the lockdown and the home improvement boom and so to hit the levels we are currently at is exceptionally pleasing, at a time, where we hear so much negativity from the mainstream media.

Moving forward we have further exciting expansion and growth plans afoot to build upon and extend our production and storage capacity and capabilities. I’m sure we are not the only one who’s, as the saying goes, ‘making hay whilst the sun shines’, but we all still need to be cautious as we move in to 2021. I’m confident that whatever 2021 throws at our industry, that Selecta have a business model and structure that provides long-term stability and continuity, mostly owing to independent ownership and a business model that ensures that. We are looking beyond what is looking like being an exceptional and unpredicted 2020, whilst prudently having one eye on how the industry will develop.

As we all begin to get back to work, in what has been frequently described as unprecedented circumstances and exceptional times, Selecta Systems Sales Director, Andy Green, talks directly and openly on how Selecta have dealt with the whole situation, getting back to work and his thoughts on opportunities moving forward.

Selecta began the year with enthusiasm and excitement, having converted 46 fabricators of all sizes in 2019 and a further 12 switching to the Advance 70 System in the first three months of this year. January saw Selecta 25% up on the previous year, with February returning similar figures and March looking resoundingly impressive too. We were certainly looking forward with great optimism and there was a buoyant and confident mood amongst the team as we looked to improve on what was an already excellent 2019.

In February, I was in Tenerife as the Coronavirus outbreak hit a hotel not too far away from where I was staying, and I saw the panic and hysteria first-hand during the return flight back to the UK. No one could truly envisage the devastation and true effect of Coronavirus as it started to spread across the world. Selecta had already commenced introducing a series of workplace precautions and initiatives to protect staff and customers, prior to the government’s announcement at the end of March to officially go into lockdown.

As of 26^th March there was an eerie silence at our Birmingham extrusion and distribution centre as extrusion machines were turned off, our fleet of lorries parked up and staff sent home as we closed all operations for what was to be an initial 3 weeks. It was at this point that a lot of people heard the word furlough for the first time, and it gave businesses an opportunity to temporarily shut down and secure their immediate future and the employment of staff. Our whole industry seemed to come together, temporarily closing down and coming to a standstill in just a matter of days.

In turned out that we were to shutdown for a total of 6 weeks before the government announced a new set of guidelines to encourage businesses within our industry to open safely. We re-opened our doors on Monday 11^th May, initially with skeleton staff, as we prepared to introduce a series of workplace precautions and hygiene controls to allow further staff to return with a phased programme to full capacity. Upon our return, the response from customers has been immense as we began with a record volume of orders as the team worked tirelessly together to meet customers’ demands. I would like to personally thank every customer for their co-operation, understanding and patience during what has been a difficult time for everyone.

Our business structure has certainly allowed ourselves to be far more flexible and accommodating, being able to go above and beyond where required and provide service and support which may not have been achievable by other window and door profile system suppliers. This, I believe, is what always sets us apart from the competition and forms a huge part of the business ethos.

Since re-opening we have had a phenomenal response from a host of fabricators wishing to switch their profile system to our Advance 70 Window and Door System, with no less than a dozen fabricators currently in the process of being or been converted. It certainly bodes well for the immediate future and continues to demonstrate the strong appeal of working with an experienced and renowned UK based and family owned systems company.

What we have witnessed during the lockdown is a home and garden improvement boom, with families keeping busy upgrading and improving their properties. You have only got to see the huge queues at your local DIY stores and refuse centres, combined with the difficulty of getting materials delivered, to comprehend the surge in home and garden improvements. If you’ve tried to get hold of some grey fence paint or some plaster, then you’ll know where I’m coming from!

With the upsurge in garden improvements, I’ve observed an increase in garden room, summer house and ‘man cave’ builds during the lockdown, with some waiting lists as long as 2-3 months. Also, with working from home increasing and the possibility of this becoming the norm for some, converting garden rooms in to offices can and has provided escapism and solitude for folk wishing to ‘get away’ from some of the trials and tribulations of working in their everyday family home!

We have fabricators whom supply this market and they have been inundated with work during this period. This can and has also presented new fabrication, supply, build and installation opportunities and an option for businesses to expand and diversify, with PVCu windows and doors being used more frequently within these builds. Our Vantage Holiday Home System and Advance 70 System are capable of being installed into these structures with the ability of installing into wall thicknesses between 38mm – 100mm. There are an array of Selecta PVCu window and door options available that provide consumers with the reassurance of added security and warmth to their garden builds as they take enormous pride and enjoyment from their projects.

With holidays being cancelled, coupled with the closure of a large amount of retail stores and hospitality venues, this seems to have freed up those extra funds that consumers are using to finance their home and garden improvements. There are and will continue to be opportunities out there if we actively seek them. It’s certainly not a time for burying our heads in the sand. We are currently in unknown territory.

The global pandemic and resulting country lock down is something that a majority of us have never experienced in our lifetime and for some there will be challenges ahead. We all need to build partnerships around us to tackle these potential challenges and be proactive and practical in our approach. There have already been casualties arising within our industry with rumours of more on the horizon. That’s why during these times of uncertainty you need trustworthiness, dependability and assurance from your window and door system and systems supplier. One that can provide long-term security, by helping you and your business and offering a complete, flexible and personal service and support package. We’re here and ready when you are.

SELECTA SYSTEMS LTD

As you are now aware, we are open for business and operating with skeleton staff. We are currently inducting staff back into the workplace as we continue our structured return to work programme and phased approach to returning to full capacity. This is to ensure that we can safely enable more staff to return to work and we therefore thank you for your patience and understanding during implementation.

ORDERING | DELIVERIES
Orders for delivery and collection will continue to be accepted via email or fax only as we work towards full delivery capacity and the re-opening of the trade counter. Please collate and send your full order requirements in the first instance i.e. no accompanying additional orders thereafter.

FOR DELIVERIES | Please place your orders as per your normal ordering route and by your allocated order day and time slot. Late orders will not be accepted. Orders can be placed via email on orders@selectasystems.com or via fax to 0121 366 6360

We can only accept BACS and CARD payments for both cash and account customers.

TRADE COUNTER | COLLECTIONS
The trade counter will re-open on Monday 1st June 2020 for orders and collections. A series of workplace precautions and social distancing measures will be in place. We will only accept BACS or CARD payments for orders. Cash will not be accepted over the counter. Can we request that you place your orders in advance for collection by emailing tradecounter@selectasystems.com as this will speed up order processing time and alleviate waiting times.

Therefore, we kindly request for your patience and understanding and ask that you always respect the strict social distancing rules of 2m.

SPECIALIST DOORS
The specialist doors department will re-open with skeleton staff on Tuesday 26th May 2020. We are now confident that we can safely re-introduce staff back into the department and continue production. Orders will be processed from this date and we kindly ask for you patience as we work towards full production capacity and delivery.

DELIVERY DRIVERS | TECHNICIANS | SALES REPRESENTATIVES
Drivers, technicians and sales representatives will be operating with strict social distancing, hygiene and health and safety procedures as the safety of staff and customers is of paramount importance to Selecta Systems. Therefore, we kindly ask that you always respect the strict social distancing rules of 2m.

LOOKING AHEAD
Selecta have been working meticulously, since re-opening on 11th May, to ensure that we can operate safely within the government guidelines, thus protecting our staff and customers. We are now closer to returning to full capacity and we sincerely thank you for your patience, co-operation and understanding.

Wishing you and your families good health. Stay safe.

Andy Green

Sales Director

SELECTA SYSTEMS LTD – Update: 12/05/2020 – 3:00pm

We are pleased to announce we are now open for business.

However, we are currently operating with skeleton staff and will be offering a reduced service whilst we look at a phased approach to fully re-opening.

This is to ensure that we can safely enable more staff to return to work as we look at returning to full capacity over the coming weeks.

We therefore request your patience and understanding during this difficult time for all.

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ORDERING | DELIVERIES & COLLECTIONS

We are now accepting your orders, ready to return to your normal delivery schedule or for collection as from W/C 18^th May 2020 (next week). The trade counter will remain closed until further notice.

FOR DELIVERIES | Please place your orders as per your normal ordering route and by your allocated order day and time slot. Late orders will not be accepted. Orders can be placed via email on orders@selectasystems.com or via fax to 0121 366 6360

FOR COLLECTIONS | Please place your orders via email to orders@selectasystems.com or via fax to 0121 366 6360. Payment will be required up front or as per your credit terms. Once confirmed, you will be allocated and advised of your collection day and allotted AM or PM slot.

ACCEPTING DELIVERIES

Your normal delivery schedule will commence as from W/C 18^th May 2020 (next week).

Drivers will be operating with strict social distancing and hygiene procedures as the safety of staff and customers is of paramount importance to Selecta Systems. Therefore, we kindly ask that you always respect the strict social distancing rules of 2m.

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MOVING FORWARD

For the remainder of this week and whilst we ensure that we can safely resume all operations, we kindly ask you to contact us via email on info@selectasystems.com for all your general enquires or orders@selectasystems.com for your order enquiries.

May we thank you for your patience, co-operation and understanding during this unprecedented and difficult time for all.

Wishing you and your families good health and stay safe.

Andy Green

Sales Director | Selecta Systems Ltd

UPDATE 11th May 2020 – 12:30pm

Following the latest Government advice, we are pleased to announce we are re-opening today, Monday 11^th May 2020, initially with skeleton staff. We will be offering a reduced service whilst we look at a phased approach to fully re-opening.

A series of strict internal reviews are taking place over the coming days to ensure that we can safely resume all operations, with a planned approach to implementation in a series of stages. This is to ensure that we can safely enable more staff to return to work and so we ask for your patience and understanding during this difficult time for all, as we look at returning to full capacity over the coming weeks.

We will be operating with strict social distancing and hygiene guidelines as the safety of staff and customers is of paramount importance to Selecta Systems. For the time being we kindly ask you to contact us via the following methods:

For all your general enquiries, please contact us via email on info@selectasystems.com

For all order enquiries, please contact us via email on orders@selectasystems.com

For further updates, please visit our website at www.selectasystems.com or follow us on our social media channels – Twitter, LinkedIn and Facebook

We wish you and your families good health and stay safe.

Andy Green

Sales Director | Selecta Systems Ltd